One of the biggest challenges for most new clients is creating buyer personas. Why bother? many ask.
In the pre-digital days, marketing sizing and segmentation was sufficient. You didn’t need to create a “persona” because each industry had its designated conferences, trade shows, associations, etc. Your B2B buyer was bound to attend one of these events, so designing a colorful-yet-informative brochure and paying for a big flashy booth was sufficient.